Law Commons^™

Media Coverage Of The Post Title Ix Female Athlete: A Feminist Analysis Of Sport, Gender, And Power, Mary Jo Kane

Duke Journal of Gender Law & Policy

I. Introduction Sport is one of the most important institutions in American culture. This certainly is demonstrated by the vast resources spent on sport-related enter- prises. With respect to discretionary spending alone, billions of dollars are spent annually on the sale of licensed sport products (e.g., baseball caps). In 1992, retail sales of all licensed sport merchandise totaled $ 12.2 billion. 1 In the early 1990s, the top four men's professional sport leagues (football, bas- ketball, baseball, and ice hockey) generated almost $ 4 billion in revenues. 2 Most recently, Anheuser-Busch announced that they had signed a $ 40 million …